Diversity, identity and brand

The disciplines demanded by a diversity programme make a better starting point for behavioural or cultural change than top-down brand communication Brand thinking has mostly emphasised uniformity as a guiding principle for staff behaviour, organised around a set of declared brand values. The aim is to ensure that brand-supportive behaviour is embedded deep in the... Continue Reading →

Advertisements

Like decent human beings

I was in France recently, for work mostly rather than pleasure. I’ve had to speak more French in these few days than I’ve done for decades, and it’s been gratifying to feel that once surrounded by the everyday words and grammar, and forced to use it, my decayed knowledge of the language should revive itself.... Continue Reading →

Corporate purpose and identity

It’s usually important that the senior managers of a business think hard about the purpose of the business, and its values, and they need some ready means of keeping these things in mind. It’s usually helpful too if all staff have some sense of this corporate purpose, and their roles in bringing it to reality.... Continue Reading →

Minds, machines and business models (2)

Since the industrial age, the machine has been the model for business (explicitly in the work of the late 19th century management theorist Frederick Winslow Taylor, whose thinking, though hardly fashionable or explicitly embraced, still dominates management ideas). That’s probably because efficiency is directly correlated with profit, and making a business work like a machine... Continue Reading →

Create a free website or blog at WordPress.com.

Up ↑